There are cowboys, music and coffee in Yinchuan, Ningxia. Do you want to buy a car?

Yinchuan, Ningxia, China, is known as "south of the Yangtze River". The miraculous craftsmanship of nature has given birth to natural off-road topography such as hills and deserts, providing thrills and challenges to countless off-road outdoor enthusiasts. The Ningxia Jinhai Ruicheng Jeep City Exhibition Hall, located at the foot of Helan Mountain, sells cars and sells all kinds of outdoor elements to become the "coolest" city exhibition hall in China.

From feelings to business feelings

Enter the store for the first time, if not through the introduction, in fact, it is very difficult to see that this is a car city exhibition hall. Because there are clothes, outdoor equipment, off-road car models, and a coffee shop on the second floor, there is a hanging stage above the gate, and the shop assistant is holding the guitar, beating tambourines and singing folk ballads. It is said that there will be western restaurants here in the future. There is no doubt that the first feeling here is like a personal loft collection exhibition hall.

But the models represented by the most Jeep brand elements parked here quickly brought people back to the point-it turned out to be a car seller. According to Gao Jinsong, an investor in the exhibition hall, "Jeep may be synonymous with rough and off-road in everyone's concept, while our urban exhibition hall makes people feel and experience more about all aspects of life style related to clothing, food, housing and transportation."

It is understood that before Gao Jinsong became a Jeep dealer, he sold jeans and was keen on American brands like Levi and G-star. At the same time, he was also a fan of the American car Jeep, and he also collected different classic Jeep models in his store, such as Jeep Willis in 1941. As we all know, the horse herder has a model called Rubicon, and in the United States, there is a trail called Lubiken Trail. As an outdoor off-road enthusiast, Gao Jinsong contracted more than 17 square kilometers of barren mountains to make a Jeep Safari park, which integrates outdoor, four-wheel drive, hiking and rock climbing, and led the team to create their own "Hook Road" in two months. When playing the video of Hook Road to the reporter, Gao Jinsong also choked up several times, there is no doubt that this is a person with Jeep feelings.

As we all know, in the current market competition, configuration can be copied and models can be changed, but only feelings are unique, so the psychological satisfaction brought to consumers by different lifestyles and marketing experiences is not only the core advantage that brands and dealers should make efforts to build, but also the competitiveness that competitors can not copy. Gao Jinsong said: "Jeep car is the way of life, it will push the best way of life to you." When a consumer group has realized which car I should choose, why don't you give it more choices? "

From pluralism to more yuan

In the exhibition hall, according to the shop assistant, all the homes were designed and customized by themselves, and a table was made out of an abandoned horse herder chassis, with Indian cowhide hanging on the wall, a typical American culture. Use the sand of the Tengger Desert to make sand tables, stools and benches are designed and customized.

Such a high degree of autonomy and personalization also benefits from the "multi-format modular" sales model of Guangzhou Auto Fick sales Co., Ltd. As we all know, a very clear trend in today's automobile sales industry is to change from a single-channel model to a multi-channel model. Before the establishment of Guangzhou Auto Fick sales Co., Ltd., there were a total of nearly 400 dealers in the original two major networks (Guangzhou Automobile-Fiat Network + Chrysler imported car Network). With the help of "multi-industry", GAC Fick can help dealers maximize their existing resources and gain first-mover advantage in the rapidly changing market environment. It is reported that in the future, the exhibition hall of Guangzhou Auto Fick will be graded, and the scope of dealer business will be set according to the grade. In addition, in addition to the business model such as 4S store, dealers will also be encouraged to set up different types of urban exhibition halls according to the models and brands sold.

Now and in the future, regional marketing and precision marketing undoubtedly put forward higher requirements for the marketing and operation ability of automobile manufacturers and dealers. Guangzhou Auto Fick sales Co., Ltd. will also take a modular approach to its 4S stores and urban showrooms in the future. All store decoration style, visual presentation will maintain a unified tone; modular upgrade standards: exhibition hall appearance, pre-sales area, after-sales area, soft decoration. According to the scope of business, dealers can upgrade quickly at a lower cost; modular exhibition hall size and after-sales station combination: dealers can combine freely according to market scale and land resources.

The network development policy of "multi-format modularization" is based on the vital interests of dealers and adopts the strategy of adapting measures to local conditions, which gives dealers greater flexibility according to the city size and economic development level of the local region. Consumers' consumption habits and other comprehensive factors, formulate investment strategies and business patterns, and effectively reduce investment risks and capital pressure.

Benefit from this, coupled with Ningxia's unique cross-country environment, consumer demand for cross-country is higher than other models, coupled with investor Gao Jinsong's unique cross-country feelings, Ningxia Jinhai Ruicheng Jeep city exhibition hall cool and "alternative" also seems to find the answer.

Source: car headlines